Multimedia, award-winning artist, and bestselling author Halsey is kicking-off the new year with her very own make-up line, about-face, a multidimensional color beauty brand rooted in innovation, self-expression, and high-performance with customer experience as its highest priority.
Set to launch direct-to-consumer via www.aboutface.com on January 25, 2021.
Delivering a powerful promise to perform, the highly-pigmented, longwear formulas meet bold individualism, elevating all faces and empowering everyone to share their voice and vision through makeup. Inspired by music, fashion and art, about-face honors inclusivity, acceptance, experimentation and the democratization of beauty for our multiple identities.
Halsey, Founder and Chief Creative Officer of about-face, said:
Makeup is an art and art is about happy accidents, not any one ideal of perfection. I always feel the most free when I am creating looks without following any rules. The beauty industry has norms, but I want to encourage people to challenge those standards and allow things to be imperfect and fun.
The about-face launch collection embodies Halsey’s personal style and love of diverse beauty, initially with three distinct franchises – Light Lock, Matte, and Shadowstick. Light Lock, her signature face highlighter range with stratospheric shine, includes Stick, Powder, Fluid and Lip Gloss. The Matte range of velvety smooth, creaseless, high-intensity colors consists of Paint-It Matte Lip Colors, Matte Fix Lip Pencils and Matte Fluid Eye Paint, as well as a Set and Prime Spray with application sponge for face. Shadowsticks are precise, multi-tasking cream eyeshadow crayons that feature soft pearly pastels, as well as a high intensity matte velvet in white, teal blue and black for a range of looks for liner and lids. The launch consists of 10 product categories (inclusive of beauty tools and limited edition cosmetic bags) across a total of 40 skus.
All about-face products are formulated to be vegan, clean, and cruelty-free. Prices range from $17.00 to $32.00.